As social media keeps growing each day, traditional media are facing the challenges of declining audiences. This difference seemingly reflects the fracturing society and the rapidly polarizing world we live in today. The switch from so-called traditional journalism to social media leads experts to pose the question: Journalism vs social media, who is winning?

Based solely on the numbers the obvious answer is that journalism is absolutely losing to social media. Good thing there’s more in life than just numbers, right? I would argue that the way things are going at the moment both journalism and social media are losing, and that the only remedy for this is for the two to embrace each other instead of trying to fight some kind of imaginary battle.

Times are changing, and we must keep up
With people all throughout Europe zoning out from news fatigue and the ever-shortening attention span of the younger generations it is only logical that social media is on the rise. And when the traditional news media outlets face to cater towards these changing needs, can you really blame the kids for seeking refuge in simple, brainless scrolling?
Mind you, I am not suggesting that journalists should start doing silly TikTok dances in their studio or have a news anchor speak about the horrors in Gaza or Ukraine with a puppy filter over his face. Although I do think you’d definitely reach a different audience like that. What I am trying to say is, you cannot afford to just dismiss social media as a threat because the older generation in charge doesn’t really understand it. If we continue to do that, journalism is signing its own death warrant. We should instead get involved!

Is newsfluencing the solution?
A good example of journalism on social media is the concept of newsfluencing. Newsfluencers, as you might have guessed, are influencers who share or comment on news items. Unfortunately, most of them are of questionable quality at best or even spreading disinformation for personal, corporate or political profit. And this is where I think the real journalists can truly make a difference.

Newsfluencing has proven itself to be incredibly effective in reaching a broad audience, mainly reaching those people that are no longer interested in what they consider to be the outdated concepts of traditional media. If we could position real journalists, with the backing of proper editorial teams and ethical decision making in the place of newsfluencers the people that turned their back to traditional media still have a chance of receiving quality, unbiased news reports. If this means that we should focus more on shortform content, so be it. It could help us restore trust in traditional media, and might even pull a few lost children back in.

The future is bright, when you embrace it
You might still say this is not enough of a reason for journalists to embrace social media. Yes, the aggressive algorithms are bad. And yes, teenagers waste hours each day just doomscrolling. And I agree, it is terrible that some social media appear to be a safe haven for criminals who can use it to sell drugs or weapons anonymously because of their strong encryptions (looking at you, Telegram and Signal). But we should not underestimate the importance of social media as a tool for journalists. It has never been so easy to research subjects, links between people and even find people to interview. Social media enables journalists to go all around the world in just a few clicks. If you had told a journalist in the 1950s that this would all be possible within seconds, I bet he or she would happily accept the negative accessories that come with using social media.

So, we should not fight this battle. We as journalists should embrace social media, or we will inevitably lose. Therefore I call on all (future) journalists to get involved in social media. Be the change you want to see in the world! Turn this negative narrative into a positive story of journalism and social media living in harmony.

Spread the word. Thank you.

Text: Job Hesselink
Photo: Groov3, CC BY 4.0